Jun 08, 2018
Each year, the best and brightest young minds in the industry have the opportunity to take part in The Young Creative Academy. The Young Creative Academy offers an intensive week-long course designed to give creatives under 30 the tools they need to reach their full potential and expand their personal creativity. Those who take part in the program, "Young Lions," are given the unique opportunity to engage with some of the world’s foremost thinkers, creators, and subject experts in an intimate setting.
This year, Y&R sends two creative partners, Andris Takacs and Mihaly Rajko, from Y&R Hungary to the Academy. Below, we showcase insights from Andris, a Copywriter, about inspirations, the advertising industry, and the Cannes Lions Festival.
What attracted you to advertising and how did you get into it?
I always fantasized about being some kind of “communications guy.” But back then I thought getting into this industry must be super hard. Luckily during the middle of my senior year, I got a job at The Coca-Cola Company as a Student Brand Manager, developing smaller creative stuff at the university level for Coca-Cola and Burn Energy drink.
A few years later Vodafone announced an ad competition for students. We applied with several mates, including Misu, my current creative partner. We got second place, but the President of the Jury was the Creative Director at Leo Burnett Budapest who told us he’ll call and offer us a job sooner or later. I doubted this would ever happen… but a few months later I found myself working at Leo Burnett as a Junior Copywriter.
What are you looking forward to most in Cannes?
Everything! The intense creative vibe, the atmosphere, the show, random discussions with random creatives from around the world while holding beers in your hand at three in the morning; seeing and hearing big minds of the ad industry live, and of course, the Young Lions competition. I’m really looking forward to that!
Who has mentored or guided you in your career? What did they teach you?
A lot of talented people influenced me during my career. I had two great Creative Directors, Vilmos Farkas and Gergő Horváth, and an amazing Art Director, Mátyás Kóbór who guided me in my early years during my Leo Burnett era. And of course, László Falvay, our current Creative Director at Y&R, who I also love working with and look up to very much! I think one of the things they all had in common is that they were always calm and didn’t panic. Panic never helps a workflow, regardless of whether it’s creative or not.
You never know what sentence or thought will be the inspiration to a great idea.
What gets your creative gears going? How do you get past a creative block?
What gets my gears going? It depends, sometimes I need to be alone and listen to brutal techno music. Other times I listen to classical piano while brainstorming or writing. I also like to talk about the topic with Misu, my creative partner, or anybody else, without the pressure of brainstorming. You never know what sentence or thought will be the inspiration to a great idea.
When I need to write something catchy, I write down everything that comes to my mind. I kind of write the bullshit out of myself because this usually takes me to what I’m looking for sooner.
Name something creative (book/film/location/art piece/music/app) that inspired you recently. What’s interesting about it?
Apps: ProCamera and FiLMiC Pro – I recently got into phoneography with Beastgrip, a device that enables you to attach full SLR / DSLR lenses (only manual ones) to your phone’s camera. Though it may sound a bit hipster to shoot “professional” pics with a phone, I think its super cool and unique, a great fusion of digital tools and manual adjustments. Although I’m more of a copy guy, I’m also keen on visuals.
Book: I had an amazingly talented colleague who moved to London, and before he left, he gave me a book written by Teressa Iezzi called The Idea Writers, definitely worth reading.
The future of advertising is ____?
Though it might still be in baby shoes, from the perspective of advertising, (there were some cool ideas in the past couple of years, but it’s still far from mainstream) I’m pretty sure AR and VR will be the basis of advertising sooner or later.
Also, since it’s more and more challenging to effectively connect with people, I think (and hope) in the future that brand comfort zones expand. I’d like to see brands do more spectacular, daring and breathtaking stuff, both in terms of visuals and tone of voice.